1. Link Building Techniques that WORK!
Sean McGinnis
Marketing GM | Director, Digital Marketing
Sears PartsDirect
Twitter - @SeanMcGinnis
Facebook – http://Facebook.com/SMcGinnis
LinkedIn – http://LinkedIn.com/in/SeanMcGinnis

2. Agenda
2

3. Why Links
Are So Important
(Still)
3

4. PageRank – The Core of Google’s Success
4

5. The Power of a Link
5

6. 6

7. The top
72
most highly
correlated ranking factors
relate to links.
7

8. Still not convinced? Search for “CLICK HERE”
6 of the top 8
results do not
have the words
CLICK HERE
anywhere on
the page.
8

9. A Link in Nature
9

10. The HTML behind the Link
10

11. The Components of a Link
URL
(the link target)
Rel=“Nofollow”
(a tag that indicates search
engines shouldn’t trust/count
this link)
<p><a href=http://312Digital.com rel=“nofollow”> 312
Digital’s Website </a> is a good resource for those
seeking to learn more about digital marketing
training.</p>
Anchor Text
(tells the engine what
the link is about)
Surrounding Text
(may provide context on
the link’s relevance)
11

12. Specific
Link Building
Techniques
12

13. First – How NOT to do it!
13

14. 1. Write Epic Shit!
14

15. STOP blogging just to blog!
15

16. Start Thinking BIG!!!!!
16

17. 2. Guest Post Your Heart Out!
17

18. NOT
Do
worry about
new Google guidelines…
IF you’re doing it right.
18

19. Don’t forget SEO while Guest Posting!
Target
related, more
powerful sites
Optimize
and tweak
Track your
success!
19

20. 3. Create an Infographic
Not a SUCKY one. PLEASE!
20

21. 4. Curate a List
Make it the very best of it’s kind.
21

22. Don’t forget to
promote it!
22

23. Pssst! TELL people they are on your list!
23

24. 5. Host an Event
24

25. Create a #hashtag
…and promote the HECK out of it!
25

26. Write a round-up post of round-up posts
…and promote the HECK out of it!
26

27. More to-dos for after the event…
• Thank you email
• Survey attendees.
• Write a post about the survey results & share post.
• Share slides (Slideshare, LinkedIn, your site, others…)
• Curate pictures (Facebook, Instagram, Flickr, others…)
• Curate Videos (Facebook, Youtube, Vimeo, others…)
• Thank you posts:
• Sponsors
• Volunteers
• Media
27

28. 6. Hold a Contest
28

29. One Event = Multiple Chances
Specific Ideas
• Announcement post
• Nomination post
Groups of People
• Judges
• Nominees
• Nomination process
• Reminder post
• Winners
• Fans
• Judge Announcement post • Readers or Customers
• Winner Announcement
• Followers
post
• Social Channels
• Create a hashtag
29

30. Existing fan base = More link value
30

31. 7. Issue a Press Release
31

32. DO NOT Spam the Press!
• Do not manufacture a press release JUST to get links.
• Use the channel that already exists when you have truly
newsworthy items to share.
• Write the HELL out of that release (or better yet, hire a pro).
• Your goal is to have a journalist see it, contact you and write
a story that also happens to include a link to your site.
32

33. 8. Interview an Expert…
33

34. … Or 14 …
34

35. … or 72!
35

36. You may rank for their name too.
This one’s a secret. Shhhhhhhhh!
#6 on Page 1
36

37. 9. Use Stock Business Assets Creatively
37

38. 10. Curate, Share & Republish
38

39. BAD things to avoid while link building
1. Spammy links
2. Buying links
3. Links from totally unrelated or irrelevant sites
4. Links that won’t bring any traffic whatsoever.
5. Links from sites that exist just to publish links or crappy
content.
6. Using the exact same anchor text in every link you
acquire.
7. Relying on only one tactic. Try a variety of things and
measure the results.
39

40. Sean’s 3 Rules of
Link Building
40

41. First Rule of Link Building
Build Links
As if it won’t help your search results.
41

42. Second Rule of Link Building
The value of any link building activity
is inversely related to its scalability.
42

43. Third Rule of Link Building
Links from bad sites can hurt you.
Be selective in your link building.
43

44. Questions?
44

45. Link Building Techniques that WORK!
Sean McGinnis
Marketing GM | Director, Digital Marketing
Sears PartsDirect
Twitter - @SeanMcGinnis
Facebook – http://Facebook.com/SMcGinnis
LinkedIn – http://LinkedIn.com/in/SeanMcGinnis